Exploring the Dynamics of Influencer Marketing
As the digital age reshapes how we connect, utilizing influencers is key for PR. Our team at LáLew spoke with Rachel Pulvino, the president of the Rochester PRSA Chapter and the Vice President of Communications for Visit Rochester. Pulvino offers key insights for collaborating with influencers.
Choosing the Right Influencer: Tips for Success
Micro vs. macro influencers – Micro influencers are individuals who typically have a smaller following but have higher rates of engagement. Leverage these influencers to gain more measurable interactions. Macro influencers are individuals who connect with a wider audience and often have a bigger following. Employ these influencers to reach larger audiences.
Vetting influencers – Evaluate their engagement rates, verify the authenticity of their followers, and examine the intended audience of the influencer. Various tools, such as Tagger, are accessible for vetting influencers on your behalf.
Consider the risk – Pay attention to influencers with substantial followings on third-party platforms like Instagram or Facebook. While these followings are valuable, also consider the risk of relying solely on them. In case these platforms change or disappear, influencers might lose their audience. Choosing influencers with a solid web presence is a smart move, highlighting a committed audience engaging with their website’s content.
Recommendations for Engaging with Influencers
Media kits – Influencers create media kits to communicate with their audience and include rates for securing paid opportunities. Brands and organizations can now compensate influencers for promotional activities or content creation tailored to their specific needs.
Contracts for influencer deliverables – Collaboration is key. Deliverables can include blog posts, photo posts, and social media stories. Specify the number and type of deliverables, as well as define usage rights - make sure you both can use the content.
Negotiations with influencers – It's helpful to have a predetermined budget, but flexibility is key, considering factors such as the influencer's profile, audience and the nature of the campaign or project.
Pulvino's tips allow users to integrate influencers into upcoming campaigns. Given the growth of influencer marketing, these insights will help professionals in finding the perfect influencer. Thank you, Rachel!